Research 6 (Repeat)
Thursday 6th July 2017, 13:00 - 13:30
Showroom Cinema 1
6. The Fundamental Needs of Children
To better meet the needs of the children’s audience and increase the success of content and products, the BBC have developed a ‘needs model’ to describe the fundamental drivers of behaviour that influence why children access and use media and technology.
Presented by Katie French, Children’s and Learning, BBC
The world children grow up in is constantly changing. The rise of a digital-first market has seen with it the emergence of a plethora of new online entertainment brands and content destinations. These have fostered the desire in children to want more control, to access content on-demand and led to personalised and social experiences becoming increasingly appealing. However, in the midst of these changes, it’s important to remember that there is something that does stay the same – the fundamental needs of children.
Based on a longitudinal study with 2–24-year-olds, the BBC has developed a needs model describing the fundamental drivers of behaviour influencing why children access and use media and technology. By understanding what will remain constant in an ever-increasingly complex and changing world, this needs model provides a simple yet powerful framework which can help media, entertainment and content makers with content and product innovation.